Launching Great Dealer Networks Four Keys to Success Brett Knobloch; President, Content on Demand Brett.Knobloch@JGSullivan.com
What we’ll cover: • JGSullivan Background • Common misconceptions • Four Keys to Success - Framework • Summary
JGSullivan Interactive, Inc.
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50+ years of marketing experience Deploy a range of Adbuilder solutions We leverage the Web to help our clients grow revenue, cut costs, and build brands
Common Misconceptions: Success = • “Build it and they will come” • Marketing announcement letter • Gi-normous Launch!
Four Keys to Success - Framework
System Usability
Creative Content
Education & Incentives & Training Disincentives
System Usability: • Usability is a quality attribute that assesses how easy
user interfaces are to use, and their overall utility. Usability is defined by five quality components: • Learnability: How easy to accomplish basic tasks the first time? • Efficiency: Once users have learned it, how quickly can they perform tasks? • Memorability: How easy to reestablish proficiency? • Errors: How many? How severe? Recovery? • Satisfaction: How pleasant is it to use? Source: http://www.useit.com/alertbox/20030825.html
Creative Content: • • • •
Flexibility of creative elements Variety of media Relevant Current
Education & Training: • Launch Plan+ • Ongoing training & communication • Multiple points • Consistent • Feedback model
Incentives & Disincentives: • Systemic Levers • Tax model • Available substitutes • Launch & Ongoing
Summary: • What clients think it is…but its not • Four Keys • • • •
Usability Creative Education Incentives
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